It's kinda weird how they are releasing it. They came out with a "Beta" rulebook in August and sold it for $29.95. These are not the final rules, but they do provide an interim playset you can use to run games and get a feel for the system.

Sometime in the coming months, they will release the "Beginners" set, which has simplified rules, dice, and maps in a box (similiar to the D&D red box). The beginners set will be $29.95. Some time after that is released they will produce the full "Core Rulebook" which will have the full ruleset, expanding on the rules in the beginners box. The core rulebook will likely be much more expensive ($50-$100 range) judging from previous FantasyFlight core rulebooks.